Research On Internet Marketing Strategy Of Tmall Official Flagship Store Of B Small Home Appliance Company

With the rapid rise of artificial intelligence,e-commerce and online marketing,people are increasingly inclined to shop online.In addition,COVID-19’s online trading has become the mainstream mode of marketing in the early 2020.In this context,many industries have been greatly affected.Everyone is insisting and looking forward to the time of spring flowers;However,due to the significant reduction of residents’ eating out,which aroused the upsurge of cooking in person,the closed management increased the time at home,the online sales of small household appliances increased significantly,and unexpectedly grew into a "dark horse".In 2013,B small household appliance company proposed to adopt an independent business model for each sub channel.This year,small household appliance B has seen a decline in both revenue and profit since 17 years.In the face of this situation,small household appliance B believes that in 21 years,facing the pressure of the "housing economy" caused by the epidemic,the continuous rise in raw material prices and the shortage of chips,the company is actively seeking change.As the largest B2 C sub channel of small household appliance B,tmall’s official flagship store has certain commonalities with other sub channels,How to lead other sub channels of the company to break through the network marketing encirclement of small household appliances? Focus on solving the bottleneck problem of this industry.Through literature collection and qualitative analysis,this paper fully investigates the development status and specific problems faced by the official flagship store of tmall B small household appliance company in online marketing,and analyzes the advantages,disadvantages,opportunities and threats of the development of the official flagship store of tmall B small household appliance company with SWOT.Through a series of studies,this paper finds that the problems of tmall’s official flagship store of B small household appliance company are mainly in network marketing,market regulation,price management,supply and after-sales service.The future market positioning of tmall’s flagship store of B small household appliance company is "creative and cute home appliances",and the design of network marketing strategy is to adhere to the focus on users,take products as the center,and use the "small" needs of young users.The research results of this thesis help to enrich the theoretical research and case study of online marketing in small household appliance industry,and have a certain reference significance for other small household appliance enterprises.